Re-targeting (also called re-marketing or re-messaging) involves cookie-ing site visitors, tracking their key interactions (such as uncompleted purchases), then serving ads to those visitors related to the same product, or else cross-marketing to them elsewhere on the Web.
A facet of behavioral targeting facilitated by ad networks, retargeting has been around for a while (DoubleClick's ad network offered a retargeting program called Boomerang), but it's been gaining traction among ad agencies only recently, particularly since Q3 of last year. Advertising.com says its LeadBack retargeting program is now a key planning consideration for its advertisers.
Why? The primary reason is because retargeting is a powerful means to bring lift to ad campaign results, generating higher conversion rates and lowering acquisition costs. You can't get much more effective than targeting a person who has shown interest in a product but didn't buy with a related ad that then gets him to buy, right?
Facts About Retargeting
Like all things too-good-to-be-true, retargeting is no panacea. Agencies seeking to implement retargeting must keep some important things in mind:
In Part Two: Common fallacies and best practices.
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A ClickZ expert columnist since 2005, Hollis Thomases (@hollisthomases) is president and founder of Maryland-based WebAdvantage.net, an online marketing company that provides results-centric, strategic Internet marketing services, including online media planning, SEO, PPC campaign management, social media marketing, and Internet consulting. Author of Twitter Marketing: An Hour a Day and an award-winning entrepreneur, Hollis is the Maryland 2007 SBA Small Business Person of the Year. Hollis speaks extensively on online marketing, having presented for ClickZ, the American Marketing Association, SES, The Newsletter and Electronic Publishers Association, The Kelsey Group, and the Vocus Worldwide User Forum. WebAdvantage.net's client list has included Nokia USA, Nature Made Vitamins, Johns Hopkins University, ENDO Pharmaceuticals, K'NEX Construction Toys, and Visit Baltimore. The agency was recognized as a "Small Giant" by the Greater Baltimore Tech Council and was chosen as a "Best Place for Business Women to Work" by "Smart Woman Magazine."
March 19, 2014